Entrepreneurial Marketing Practices and Performance of Selected Manufacturing Firms in Abuja Nigeria.

Abstract

The study examined entrepreneurial marketing practices and performance of selected manufacturing firms in Abuja Nigeria. The study focused on entrepreneurial proactiveness and innovativeness dimensions of entrepreneurial marketing practices. The study used quantitative research methodology using survey design. The population of the study was 527, with a sample size of 227. Purposive and random sampling techniques were employed for this research. Data were collected using structured questionnaire. Data were analyzed using regression analysis via SPSS version 20. The study findings revealed that there is positive significant effect of entrepreneurial innovation on the performance (sales) of manufacturing firms in Abuja. The study also indicates that entrepreneurial proactiveness have positive significant effect on the performance (sales) of selected manufacturing firms in Abuja. the study concludes that entrepreneurial innovation have a positive significant effect on the performance of selected manufacturing firms in Abuja metropolis, and proactiveness have a positive significant effect on the performance(sales) of selected manufacturing firms in Abuja metropolis. The study recommends that Management of manufacturing firms in Abuja should invest more resources on modern technology to facilitate innovation of new product and service delivery to enhance performance. Manufacturing firms should constantly conduct marketing research through investment in research and development and fill them for effective competitiveness to achieve performance.